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2017 GOLD RENAISSANCE
UNITED KINGDOM

IKEAIKEA

RAN IN: United Kingdom

CLIENT

IKEA

AGENCY

SUMMARY

At face value IKEA is a household name, popular within culture and with a long record of creative marketing. But in 2013 a different story was emerging. Sales growth had halved, penetration declined and IKEA was looking out of step. A new goal from IKEA global management created a real sense of urgency; stem the decline. Grow the business by 8% YoY to meet 2020 targets. The answer was a culturally resonant brand platform that went back to IKEA's founding purpose, delivered with creative excellence, which over the long term, didn't just meet the target, but beat it.